Tesco becomes first retailer to cover the cost of VAT on tampons

Tesco has today announced it will reduce the price of women’s sanitary products in a bid to make them more affordable for customers.

The initiative, spearheaded by BBH London, will see a five per cent reduction in price to cover the cost of the so-called ‘Tampon Tax’ or VAT on the items ahead of Government proposals to remove the VAT. It will apply to nearly 100 Tesco own label and branded products in the range.

Tesco previously committed to passing on the five per cent saving to customers when the Government’s proposed removal of VAT came into force, but has acted now in order to help customers with their regular shop.

The approach is being promoted in store and across social media with a 30 second online film, co-created by Tesco and BBH London.

Speaking about the price reduction, Michelle McEttrick, Group Brand Director at Tesco said: “For many of our customers, tampons and sanitary towels are essentials products. However, the cost of buying them every month can add up, and for many women and girls it can be a real struggle on top of other essential items. That’s why – as a little help for our customers – we are reducing the cost of these products by five per cent.”